How to get your marketing campaigns in front of the right people

Nhu Te on Apr 11, 2024 3:55:28 PM

076: How to get your marketing campaigns in front of the right people

If you’ve been with us a while, you know one of our mantras is relevancy over reach. It’s easy to get your message in front of a mass crowd, but those efforts fall short when they land in front of people who might not connect with your mission.

On the other hand, when you target people who care about your cause, they are more likely to be inspired to take meaningful action.

Dive into this week’s brief with us as we explore a few marketing optimizations, such as dynamic retargeting, personalized copy improvements, and cookieless recommendations.

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Snackable snippets

Beyond cookies: Embracing innovation 📖
As the end-of-year deadline draws closer, the deprecation of third-party cookies is causing some panic. This is particularly real for nonprofits that don’t know how to transition to a more first-party model.

But Feathr sees this as an opportunity for growth. Marketers can feel confident in their targeting strategies by embracing innovation with tools like Google's Privacy Sandbox and Unified ID 2.0.

Social media ad benchmarks 📖

With 80% of consumers using social media daily, pushing ads to these platforms can help you target the right people. New research finds that social advertising has increased exponentially when comparing cross-channel growth to social-only growth.

Brand metrics like ad awareness, brand consideration, and purchase intent on social outperformed cross-channel by up to 6.4x.

Words and phrases you might want to stop using 📖
Messaging and storytelling play a big part in catching the attention of your supporters. But have you ever considered whether or not your vocabulary is too specialized?

The Commons has created a short list of words that might confuse your supporters. Like me, you might be surprised to see that “impact” and “best practice” made the cut. While these aren’t hard-and-fast rules to copy, it’s a good reminder to make sure you’re writing with your audience in mind—not your personal preferences.

Personalizing with dynamic retargeting 📖
Dynamic retargeting uses machine learning to adapt imagery and messaging to an individual’s preferences and interactions with your organization. For example, if someone abandoned their donation halfway through, dynamic retargeting can display ads encouraging them to complete their gift.

You can put this into action in a few ways: geo-targeting, website interactions, or sequential targeting.

Building community through authentic engagement 🎧
Becca Lockhart and Ty Hyacinth are both a part of the team at The Michael J. Fox Foundation for Parkinson’s Research.

They join Jon and Becky in this episode of We Are For Good Podcast to share how they’ve found social media fundraising success through authentic engagement, personalization, and community listening.

In the news

Solo Stove turned on the heat last week by hosting a cooking class on making deep-dish pizza. But they traveled 10 stories underground to do it at Alabama’s Majestic Caverns.

Solo added a virtual component by livestreaming the April 5th event so anyone could join in on the experience at home. This is a good example of bringing your community together through an immersive experience, providing an opportunity for your mission to be front and center.

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JPMorgan Chase is letting brands target customers based on spending data, but the bank isn’t sharing any customer data with advertisers. Instead, Chase is offering targeted brand offers to customers.

“Like retailers, we have first-party data and a dedicated audience. But what sets us apart is the unrivaled scale and insights from our customers — having long-served as a trusted guide for their financial decisions,” says Rich Muhlstock, president of Chase Media Solutions.

For your inspiration folder

Greater Good Charities' latest video update gives supporters a behind-the-scenes look at their generosity. In this montage, a staff member walks us through all the improvements being made around the South Florida Wildlife Center.

This gives supporters confidence and assurance that funds are going directly to support a better future for wildlife. Not only that, supporters might even get inspired watching the video and make another gift in the process!

Greater Good Charities update video screenshot

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